Tue. Aug 4th, 2020

Managing Human Resources-BBD Inc. Case

10 min read

Managing Human Resources-BBD Inc. Case Introduction The effort to establish the link between human Resource strategies and corporate strategies is not an entirely new topic. There has been an effort to recognize the link between organizational variables. The effective alignment of these organizational variables was explained in the McKinsey’s 7’s framework (Krishnan, 2005). Under this framework, organizational effectiveness can only be achieved through effective and coordinated alignment of all these organizational variables. Organizations have now become more technology and knowledge driven. Further, organizations have continued to grow and expand beyond their national borders (Bamberger, Biron & Meshoulam, 2014). It has created the need to have well coordinated human resource strategies, which are able to leverage the cultural diversity of an organization’s human capital resources. Corporations now emphasize the importance of what is commonly referred to as individualized corporations.
Question One Corporate strategy touches on the decisions regarding what type of business to enter, the ones to exit, and the business portfolio to maintain. Business strategy focuses mainly on the achievement of sustainable competitive advantage.
Human resources department is no longer a place to go only when a trouble arises. Rather, the human resources department has grown to become an integral part in the smooth running of any organization (Noe, 2006).
The development of human capital is critical to the success and sustainability of any business. For effective functioning, BBD Inc.s corporate strategies ought to be linked to the company’s HR functions.
For this to be achieved, the business heads, top management, as well as the human resource professionals have to work together closely. The CEO and the HR director have to work together closely, ideally, playing a complementary role.
There are a number of ways through which BBD Inc.s corporate strategies can be linked to the HR strategies: 1. Understanding Strategic Issues facing the Organization The human resource professions need to spend additional effort and time trying to understand the key strategic issues which face the organization.
The human resource director, as well as the other HR professionals have to understand the environment in which the company operates (Oke, 2016). Linking BBD Inc.s corporate strategies to the HR strategies calls for the HR professionals to be able to anticipate the issues that are likely to be of concern by the top management.
It should be anticipated early in advance before they happen. BBD Inc.s HR professionals must also strive to build sufficient credibility with the company’s top management. The business environment is increasingly becoming uncertain and unpredictable (Krishnan, 2005).
Markets have also become so volatile. As a result, organizations are now being forced to make drastic changes as well as, making very drastic decisions within a very short notice. The HR professionals need to understand this to place them in a good position to communicate this to employees.
Understanding of the business will enable the HR professionals foresee the changes which could necessitate the need to significantly changes in the company’s HR practices and policies. 2. Knowledge Facilitators BBD Inc.s HR redirector and other HR professionals must consider themselves as facilitators of knowledge flow in the organization. They must also see themselves as knowledge workers. It owes to the fact that many organizations are increasing their dependence on knowledge within the organization so as to maintain their competitive advantage. Through effective documentation and sharing of information and knowledge, this can be achieved effectively (Bratton & Gold, 2012). HR activities, such as performance appraisals need to reflect knowledge flow and acquisition within the organization.
3. Change from ‘Support Function’ to ‘Value Creation Function’ The professionals in the company’s human resource department need to support the change from a ‘support function’ to a ‘value creation function’.
For a long time now, the HR function has been deemed as playing the role of support in an organization. However, the HR professionals at BBD Inc have to change real time value creation.
It has to be recognized as an important contributor to the overall performance of the company (Oke, 2016). For instance, the HR professionals need to change from measuring their performance in terms of the number of employees they have hired to the amount they have contributed towards the EVA of the company.
By adopting cost leadership strategies, the company can align the human resource strategies to the corporate strategies of the company. Typically, cost leaderships focuses more on efficiency and volumes with a very close relationship between earning more and producing more (Buller & McEvoy, 2012).
In this case, therefore, it becomes relatively easy for BBD Inc to structure its inventive system in such that way that it can align both the business and individual interests. 4. Bridging the gap between Human Relations and Industrial Relations
BBD Inc.’s corporate strategies can also be linked to the HR function by ensuring that the gap between the human resources and industrial relations is bridged. In the world, manufacturing concerns are relying more on technologies such as automation and cellular plant designs (Saeed & Shahzad, 2015). Manufacturing concerns are also becoming more compact as a way of trying to ensure that quality and output is maintained (Krishnan, 2005). As a result, the workers dealing with these machines have to be qualified and multi skilled so as to operate complicated machines and equipments. The human resources function must ensure that the training given to the employees matches the pace through which automation and developments are made in the plants.
5. Engaging in Operational Issues The Human Resource department should engage itself in operational issues and details of the organization. In many reputable and successful organizations, line managers who have a good track record enjoy a lot of credibility from the people across the organization. HR professionals must get involved in the day to day operations of the organization (Buller & McEvoy, 2012). Better understanding of operational roles will play an important role in ensuring that the human resources department plays a more useful and more focused role in development and training of employees. Owing to the fact that BBD Inc is operating in an era when technical expertise and knowledge is becoming more important than ever, right and effective training is essential.
Question Two: Strategies to Improve Employer Branding In an era of changing demographics and increased globalization of business, organizations are very concerned with their brands as employers. Talent has become very tight and the war towards gaining this talent has become tighter (Saeed, & Shahzad, 2015).
Employers have to fight to capture the attention and the heart of both the existing, as well as potential employees. Employer branding can be defined as the process of promoting an organization or a company, as the employer of choice among a desired group and which a company wants to recruit and then retain.
The process of employee branding ensures that a company can comfortably attract, recruit, and retain talented and ideal employees (Oke, 2016). It ensures that an organization’s business plans are achieved smoothly.
Currently, BBD Inc. does not have a good brand as an employer. It is not preferred by most of the university students in Australia. Further, consultants from the local recruitment agencies are not even aware of the company.
As the HR director, Jenifer has to ensure that the employer brand of the company is improved. There are a couple of strategies that can be used to improve BBD Inc.’s employer brand:
Rewards and Incentives Desirable rewards and incentives attracts employees. As a way of promoting the employer brand of BBD Inc, Jennifer should consider promoting the company’s recognition and reward program. To gain yield results, such campaigns should target the external environment. Rewards and incentives should not only focus on material rewards only (Beattie, 2016). Rather, the company should seek to provide other forms of incentives and rewards such as medical covers to the employees, satisfying jobs, good working environment among others.
Communication Maintaining an open communication with the company is very instrumental in creating and promoting employer brand. A small survey can be conducted where the employees are asked of what they would tell a friend about working at BBD Inc. Such information will be instrumental in creating a corporate image. Open communication creates a sense of transparency, which is very beneficial in the process of building a strong and reliable employer brand (App, Merk & Büttgen, 2012). Employees should also be involved throughout all business aspects as well as welcoming and valuing their opinions. It promotes the self-esteem of the employees which in turn improves the employees’ efficiency and productivity.
Embracing Communication Technology Regularly updating the external environment with information concerning the company can help keep it at the fore front of the external parties. Jennifer can make use of social media platforms to update information regarding the company. Embracing innovations in terms of technology as well as escalating the company’s digital footprints can be instrumental in promoting the employer’s brand of the company (Mello, 2014). The company can also create a platform on their website where they can upload the major success stories of their past employees. Through this, top talents may be able to view and hence create a positive attitude towards the company. This may in turn attract them to the company
Personal branding BBD Inc should allow its employees to create and build their own personal brand, especially through the use of social media in a cost effective and operative way. If employees are allowed to do this, the company will be promoted to the external parties (Leekha Chhabra & Sharma, 2014). For instance, the employees could be encouraged to join social platforms such as Facebook and LinkedIn by quoting BBD as their best employer. The company can also encourage their employees to create personal websites where they are encouraged to state that they are employees of BBD Inc. Afterwards, the employees should then be encouraged to share their website links with their friends.
Creation of Employee Testimonials Platforms such as LinkedIn and Glassdoor can be used to create employee testimonials. This can work well in improving the Employer brand of the company. These testimonials should be easily visible by eternal parties visiting the company premises and websites (Beattie, 2016). It may also be done through imagery where the company creates images of the best and successful employees together with their major achievements in the company.
Visiting Recruitment agencies, Colleges and Universities Visiting recruitment agencies, colleges, and universities may also serve as a good platform of promoting the company’s employer brand. Once the company sends representatives to visit these institutions, they should ensure that they state the benefits which accrue from working with BBD Inc. Through this, top talents may learn of the organization and seek employment opportunities from them. The last strategy is creating an attractive corporate culture. A strong company culture acts as a strong foundation through which a company can build an employer brand. It is very important for BBD Inc. to nurture its company culture.
Question Three: How Corporate Culture can make workplace Attractive Corporate culture is personality and character of an organization. Ideally, corporate culture deals with the values, attitudes, principles, traditions and behaviors within an organization. Culture is the unspoken expectations of how individuals in the organizations should behave, how things may get done and how decisions will be made (Bamberger, Biron & Meshoulam, 2014). Corporate culture is now a focus of both company leaders and HR leaders especially for companies which want top attract top talent in the market (Alnıaçık, Alnıaçık, Erat & Akçin, 2014). A good corporate culture is a mechanism through which the right people are attracted and maintained in an organization, even in a very competitive job market.
Several examples from BBD Inc. case can exemplify the fact that a good corporate culture can help in creating an attractive workplace. Through the meetings conducted by Jenifer with consultants from several local recruitment agencies, the HR director found out that some of the local residents were very sensitive to the Chinese mining companies; hence, they preferred to world in Australian Local mining companies. Further, most of the university students were not willing to work in Chinese firms. This resistance can be attributed to the corporate culture adopted by most of the Chinese firms. For instance, the lack of decentralization in BBD Inc can be attributed to this resistance by the locals.
Mr. Tong noted that as a company, they did not want other people to consider Chinese labor standards as being lower than those of other western countries. It means that Mr. Tong was aware of the fact that a good corporate culture will be responsible for attracting the best talents in the region.
The officials at the subsidiary noted that a long teem operations calls for good relations with the local communities .Good relationship with the locals would lead to constant supply of qualified staff. This shows that a good corporate culture attracts talented workforce.
Conclusion Companies have been trying to link human resource strategies to corporate strategies. Corporate strategy touches on the decisions regarding what type of business to enter, the ones to exit and what business portfolio to maintain.
BBD Inc can link its corporate strategies to the HR strategies through a couple of ways like ensuring that the HR professionals understand the business strategies of the organization; the HR professionals engaging in operational issues.
Another strategy is bridging the gap between HR issues and Industrial Relation issues. HR professionals should spear heading the change from ‘support function’ to ‘value creation function.’ Lastly, HR professionals should act as knowledge facilitators within the organization.
Some strategies that can be used to improve the BBD Inc. employer brand include embracing social media, embracing open communication with the employees, creating employee testimonials, creating a good and attractive corporate culture, allowing personal branding, and promoting incentives and rewards.
A good corporate culture is a mechanism through which the right people are attracted and maintained in an organization, even in a very competitive job market.

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